The tragedy that has hit Haiti brought a number of marketing initiatives to the forefront that would otherwise remain in obscurity. For example, not everyone uses or even knows about the micro-blogging platform 'Twitter'. To those who are early adopters of technology, and even the early majority, it's seems silly to even talk about Twitter as if it didn't exist. Same could be said about text messaging. More people have cell phones, the vast majority are aware of txt msging, and slightly less participate in the activity.

But how are these tools being used to mobilize networks into action?

To those who have not participated in social media and new media technologies, Haiti has revealed a whole new world.

In the days after the catastrophe news sources came from social media web sites like Twitter and youtube. Not only that, but as aid agencies started to unveil relief plans, they started to attract more attention because they were using social media outlets.

For example, the Red Cross would attract very little attention if there weren't disasters around the globe. The fact they were capable of engaging in social media, they had a voice and people had an outlet to get news and to offer support. Millions of dollars have been donated through Twitter and the web and that tab is only increasing. If the Red Cross (And others) were not available to capture this network searching for information and outlets, those millions of dollars likely would have not been given.

How are you mobilizing networks around your target market? Are you even participating in the communities and technologies that give them life/voice?

Within days of the Haiti event text messaging took on a new form as well. Phone companies banded together with aid agencies and released information on how you could DONATE via text. Instead of visiting the Red Cross, mailing a cheque, or visiting the web site, you could INSTANTLY participate by offering a donation, albeit in $5 increments, to help. Millions again were donated within days, and again, that's millions of dollars that would probably be otherwise unrealised.

So the question you must ask yourself is where is your business situated on the adoption curve of technology? If you're just figuring out Facebook you're a laggard. If you're just coming into Twitter, then you're a late adopter. If you're just coming into text messaging then you're way off the chart (in a bad way.)

I'm not suggesting that it's imperative to use these items in order to survive. But to survive in a marketplace you need to be able to speak the language, and if you're not engaged in some of the basic elements of social media then potential customers won't be able to find you if they're looking (nor will they bother to try to look for you).

Haiti has taught us concretely that new media technology and networks can be used effectively to capture voices and dollars, and to do so exceptionally fast. How are connected?